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Web Copy That Works: Create Your Brand-Driven Content Strategy

Frank Marquardt

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1 Videos (59m)
    • Content Strategy Lecture (59:16)


About This Class

So, what is a content strategist, anyway?

Content strategists plan for content creation, delivery, and governance (on, for instance, a company's website and other web properties) — but what that actually entails can vary dramatically.

Not all content is created equal. That's why it's critical to think strategically about what you're creating and whether it's consistent, meaningful, informative and useful to your audience. Developing your content strategy is a game-changing experience—it's why companies like Facebook are building out Content Strategy teams that are essential to their success.

In this class, I'll teach you how doing an honest evaluation of your existing content lets you determine what assets you have that work—and what you need to make it better. You'll do research to get a broad view of what your competitors are doing, so that you can define a content strategy that differentiates and one-ups your competition.

In this class, I'll help you answer the following questions:

  • Is your web content clear, consistent and meaningful to a user? 
  • What are your site's goals, and does your content help to achieve them? Why or why not? 
  • Do your users get the information they need to complete a task or understand the topic? 
  • What other ways can your web content be improved?

This class is perfect for anybody managing digital content who wants to improve their ability to think strategically—or their overall site's experience for users.

This class will focus on two discovery phase content strategy deliverables: The content audit and the competitive analysis. We'll talk about how these deliverables inform content strategy.


The first step to nearly any content development program involves a careful audit of the content you already have and analysis of what your competitors offer. In this class, your product will be to create a content audit and a competitive analysis. In the lecture, we'll talk about these two deliverables and show some examples, providing a framework for you to practice the craft of the audit and analysis.

Everyone is encouraged to bring real-world content problems from your workplaces, as we may use these to get some hands-on practice in applying content strategy tools.

By the end of class, you'll have a strong understanding of where you can improve your web content to one-up your competitors and provide a much better experience for your audience and users.

5 of 6 students recommendSee All

Frank gave thoughtful replies to questions in the discussion forum. I was surprised and enlightened by the constructive criticisms and insights he gave to our projects at the office hour. From this class, I've learned a lot of practical tips and lessons on something I've neglected, the craft of story telling.
Sara Lin

Product Designer

I learned a lot about good practices and web copy from Frank. Thanks very much!
Great feedback and helpful. He answered questions very well!





Frank Marquardt is the Director of Content Strategy at The Barbarian Group in San Francisco, CA and the Founder and on the Steering Committee Member of the Bay Area Content Strategy Meetup. He has worked with companies that have included Kashi, Samsung, Sears, SKYY Vodka, Visa, and Wells Fargo to create digital strategies, develop content, plan content programming, and build distribution platforms designed to form and grow relationships with target audiences and measurably improve SEO. This i...

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